Media Text Analysis

Ideology and Media Analysis: A Brief Guide Ideology is a term used to discuss the fundamental values and beliefs of a group, society, or culture. These beliefs are widely accepted views about the roles of men and women, good and bad, the nature of the “good life”, etc. Ideologies are reinforced by the dominant institutions in society through constructed representations of the world, and symbol systems which often justify the current social structure or ways of living.

Mass media plays a significant role in conveying these “broadly held” views and how the world 'really' works and should work. These ideas can create audiences who just accept current practices and their roles in society as “normal. The broadly held views become the dominant ideologies of a society or culture. Ideology Specific to Advertising In advertising, ideologies are conveyed through a specific process where meaning is transferred; that is, an abstract idea, belief, or value becomes represented in a product or service. Often a form of shorthand takes place and stereotypes are used to convey the message. How is meaning transferred? Most advertising is about linking a particular product or brand to a particular set of qualities or beliefs in the consumer's mind. This linkage is often achieved through juxtaposition — the simple imposition of the qualities on the product, in the hope that the consumer will make that connection themselves. The product is then linked with ideology. Ideological Analysis: Some Questions to ask of the Advertisement

1. What are the assumptions about what is “natural”, just and right?2. Who or what has power? How are they made to appear as if they are normal or

good? What negative aspects are excluded?3. Look for binaries, or oppositions (good/evil, natural/unnatural, tame/wild,

young/old). Which aspect of the binary is privileged?4. What people, classes, areas of life, experiences, are 'left out', or silenced?5. What cultural assumptions and what 'myths' are represented? What is mystified

or mythologized? (e.g. a natural setting for cigarette smokers, a gentle rocking chair in a white room for motherhood)

Adapted from: http://www.mediaknowall.com/as_alevel/Advertising/advertising.php? pageID=ideologyAnd Dr. John Lye’s, An Introduction to Ideology (1997)

Media Text Analysis

CONSIDER TWO EXAMPLES:

Media Text Analysis